Challenge

Following the significant success of Licorice.com, the client, G.O.A.T. Foods, aimed to expand their "Greatest Of All Time" portfolio with a sister brand: Pretzels.com. The primary challenge was strategic: how should this new premium pretzel brand relate to its successful predecessor? Should it directly align with Licorice.com's established visual equity (potentially even sharing iconic elements like the "Kings of Snacks" emblem), or forge a completely distinct identity? Furthermore, with a vision for a growing family of ".com" food brands, a key consideration was how these sister brands could feel harmonious and complementary, especially if gifted or experienced together.

Strategy

Our strategy for Pretzels.com centered on navigating the nuanced relationship between a new brand and its successful predecessor within the G.O.A.T. Foods portfolio. The core objective was to explore a hybrid approach: one that allowed Pretzels.com to possess its own distinct, premium appeal while also feeling harmonious with Licorice.com, especially in potential co-branding or gifting scenarios. We strategically considered leveraging established visual equity from Licorice.com (like the "Kings of Snacks" emblem) versus forging entirely new iconic elements. This exploration was designed to inform not just Pretzels.com, but to lay the groundwork for a visually cohesive system for the entire growing family of G.O.A.T. Foods brands.

Solution

The solution for Pretzels.com masterfully balanced individuality with portfolio harmony. To ensure visual cohesion with its G.O.A.T. Foods sister brands (like Licorice.com) and lay a foundation for future additions, we strategically incorporated the established "Snack King" icon. The color palette was updated to evoke the warm, inviting tones of pretzels, creating a distinct yet related feel. A key innovation was the development of an interlocking stripe pattern for packaging, a sophisticated nod to the interwoven nature of pretzels themselves, differentiating it from Licorice.com’s parallel stripes while maintaining a harmonious visual rhythm. This new identity and packaging system for tubes and gift boxes struck the desired "premium yet fun" balance, perfectly positioning Pretzels.com for its own unique success within the growing family of brands.

Results

Pretzels.com launched successfully, receiving positive market reception and immediately establishing itself as a distinct yet harmonious part of the G.O.A.T. Foods portfolio alongside Licorice.com. Early sales were strong, with innovative distribution including dual-branded vending machines in high-traffic locations. National retailer It'Sugar also commissioned custom stand-up pouch packaging for their stores, further validating the brand's retail appeal. Critically, the strategic design approach for Pretzels.com established a rational and creative system for launching future brands within the G.O.A.T. Foods portfolio, resolving key visual harmony challenges and providing a clear path for their in-house team to develop subsequent brands effectively. The engaging Shopify UX design also contributed to its strong market entry.